“Education First” Enterprise Story

The numbers are continuing to roll in, and Eastern Michigan University’s “Education First” branding campaign, launched in Sept. 2007, appears to be a success.

According to data collected in Nov. 2008, when compared to data collected in March 2008 and April 2008, the instances of students, employees and alumni being exposed to University advertising had increased by 27.5 percent, 5.5 percent and 37. 4 percent, respectively. The same study garnered results showing that pride in EMU had increased 5.4 percent.

Given the results of the aforementioned research, it’s safe to assume that EMU’s new found marketing efforts are favorably changing the perception of the University.

Hired in Dec. 2006, Theodore Coutilish, associate vice president of marketing and communications, has played an integral part in the branding of EMU. As soon has he was hired in, Coutilish recognized the need for a brand at EMU and personally conducted over 30 research and discussion groups searching for a position statement for the University.

“Marketing [at EMU] has not been a priority in a long time,” Coutilish said in a Dec. 2009 interview. “We wanted one [a position statement] that said what the University was all about in one sentence.”

Between Jan. 2007 and May 2007, 15 promise statements were narrowed to five, and over 2,200 EMU community members aided in selecting the tagline “Education First.”

“This campaign allows us to highlight EMU’s caring and practical learning environment. The ‘Education First’ theme captures the essence of our mission, our core values, our strengths and our culture and sets us apart,” Coutilish said during the tagline’s revealing in Sept. 2007.

Continuing on, even though the campaign’s main focus at its launch consisted of advertising using numerous mediums, such as outdoor, radio and Web-based, it has turned into so much more.

“I recently had the budget increased, which allowed us to get 1.25 more recruiters in Ohio,” Coutilish said. “Before the increase, Ohio only had .75 recruiters.”

Along with utilizing social media outlets, such as Twitter, radio and outdoor advertising efforts have also been further expanded in southeast Michigan, and, as a result, Eastern’s enrollment has increased in almost all types of student populations.

“To borrow a quote from Field of Dreams,” Coutilish joked, “if you market it, they will come.”

And come they have: According to Vice President Bernice Lindke, transfer student enrollment alone is up by over 300 students when compared to last year. Furthermore, early research results show that attendance has increased at programs like Explore Eastern, which increased from an average guest count of 990 between years 2004 and 2007, to 2,269 guests for 2008; and an MBA Open House in Feb. 2009 had 80 guests register, compared to the 15 guests who attended the previous open house. Fast Track registrants have also increased 27 percent from 2008 to 2009.

According to Coutilish, another endeavor EMU’s marketing and communications department is working on is telling EMU’s story and sharing it with others through the “Education Minute” – a short segment that runs four times daily on WWJ 950 and is broadcast on 600 online stations including AOL, Yahoo and CBS.

“Faculty are a big part in getting EMU’s story out,” Coutilish said. “They’re donating [Education Minute] content out of the goodness of their hearts. We couldn’t do this without them.”

Outside of the University, Coutilish has been working with Ypsilanti residents and business leaders to foster a better relationship between EMU and the Ypsilanti community. Programs like the Eagle Discount Card Program, which offers discounts at dozens of Ypsilanti business, have been getting more attention; and a “Shop Around Block Party” is in the planning stages. EMU Athletics has even recently started partnering with local businesses, such as emYOU! the magazine, Peninsular Place, Miles of Golf and Benito’s Pizza to increase advertising and awareness.

“Helping the community is critical,” Coutilish said, “as a stronger Ypsi creates a stronger EMU and vice versa.”

Over two years have passed since “Education First” has become the face of EMU and over $1 million was given to the campaign to brand the University, but there isn’t any sign that things will be slowing down anytime soon.

“We [EMU] have a free advertising contract for the digital billboard by I-94 and Huron that doesn’t expire for 20 years,” Coutilish said, “and we plan to use it for all 20 years.”

University Marketing and Communications is also working to help create a new Web site; expand promotions of Explore Eastern and other various open houses and on the communication regarding student recruitment with academic departments; is taking the steps to showcase faculty as a University strength; and is brainstorming a way to increase school spirit.
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Contacts:
Theodore G. Coutilish
Associate Vice President
EMU Office of Marketing and Communications
tcoutili@emich.edu

Bernice Linkde
Vice President of Student Affairs and Enrollment Management
EMU
blindke@emich.edu